Researching on the go, real-time!
Client
Sugar Box Networks
Date
November 2022
Industry
Content Delivery Network
Scope of work
Research
UX
UI
About
SugarBox Networks is a technology startup revolutionizing internet access through its innovative hyperlocal content delivery network (CDN). By deploying local servers, known as "Edges," SugarBox enables users to access digital services like streaming, shopping, and e-learning seamlessly, even in areas with limited or no internet connectivity.
Challenge
The challenge was to introduce e-commerce as a new feature within SugarBox Networks' super app, focusing on enhancing user experience (UX) for product discoverability among metro commuters in cities like Bangalore, Hyderabad, Delhi, and Mumbai.
Role & Responsiblity
I was tasked with improving the UX for product discoverability, which involved conducting competitive analysis and user research to understand user behaviours and needs while commuting. My role was to design an intuitive and engaging e-commerce experience for users on the go, But first the reserach and this case study is about that.
Discovery
The discovery phase involved understanding the current landscape of e-commerce apps and identifying key features that enhance user experience, such as clear categorisation, personalised recommendations, robust search functionality, and impulse purchase encouragement. These insights were crucial for designing an effective e-commerce feature for SugarBox Networks.
Research Objective
Research & Insight gathering
Need
Understand users' online shopping behaviour, focusing on fashion, lifestyle, home decor, and groceries.
Methodology
Conducted interviews at various metro stations targeting different age groups. Users were asked about their primary objectives with online shopping, the apps they use, and their willingness to shop on the spot. Participants were given a phone to simulate shopping and add items to a cart, which was recorded for analysis.
Types of Shopper
The results of the online survey revealed that people fell into each category in the following manner.
105
Product Focused
This shopper has a clear intent, seeking a specific product to purchase efficiently without distractions.
52
Browsers
Browsers enter stores or websites without a specific goal, enjoying exploration and discovery, and can be influenced by design, promotions, or inspiration.
92
Bargain Hunters
Prioritise discounts and special offers, making purchasing decisions based on price rather than brand loyalty.
06
Researchers
Researchers approach shopping methodically, comparing products, reading reviews, and analysing features to make informed decisions
00
One Time Shopper
Prioritise discounts and special offers, making purchasing decisions based on price rather than brand loyalty.
Online shopping behaviour
30 User’s: 70% - 30% women to men ratio
Preferred time for shopping
People wait for sales with offers and discounts
Prefer shopping from home
Shop with a goal in mind
Like products with return feature
are unhappy about ‘Inaccurate description of the products’
Add items to their cart or wishlist for later purchase
Likely to shop during offers
Buy products they don’t require
People just window shop online
Look at specifications or details of the apparels
Use the search feature and browsing to zeroin on their shopping list
main factors in buying decision
Diary Studies
Need
Observe how users engage with e-commerce platforms during peak commute times to assess available time for app exploration.
Methodology
Conducted at consistent times each day, focusing on morning and evening rush hours. The study monitored the influx of people on platforms, time spent on platforms, and when platforms became empty. along with the same detail in bogies of the metro’s.
Interval between 2 metros
Platform fills up before train arrives
Use phone during the morning hours
Use phone during the evening hours
Use phones from deboarding to exit
Use phone to calls only
Seating in each bogie
Men to women ratio
avg. during peak hours
avg. during non peak hours
Most commonly used app
application ranked second in usage
Insight
To understand the cognitive time and space allocated for mobile usage, the data highlights a clear pattern: people are rushed in the morning and more relaxed or free in the evening.
Creep Study
Need
Observe users' app usage behavior discreetly in metro environments.
Methodology
Methodology: Unobtrusive observation of users on mobile devices in metro stations to identify which apps are commonly used and user behaviors in that app.
User stories & journey
The new digital platform achieved a significant uplift in user engagement, as evidenced by longer session durations and increased social media interaction. The innovative approach enhanced the client’s market presence and directly contributed to improved conversion rates, solidifying their reputation as an industry leader.
Conclusion
The research and design efforts aimed at enhancing the e-commerce experience for SugarBox Networks resulted in a more user-friendly and engaging platform. By addressing connectivity challenges and incorporating features like personalised recommendations and efficient checkout processes, the platform is poised to increase user satisfaction and drive sales among commuters. This approach not only benefits users but also opens new avenues for brands to reach a wider audience through SugarBox's innovative technology.